As Americans navigate a shifting retail landscape marked by inflationary fears and confusion over tariffs, a new survey, commissioned by Position Imaging and conducted by The Harris Poll, reveals consumer sentiment around shopping and shipping behaviours. Nearly two-thirds of Americans (66%) report they will make certain purchases sooner than planned this year, primarily driven by concern over price increases tied to tariffs (51%). More than a third (36%) will shop early due to concerns of products going out of stock.
While convenience likely continues to fuel online shopping, concerns about delivery logistics, particularly for larger purchases, are reshaping consumer behavior. Nearly seven in 10 Americans (69%) say they are more likely to purchase oversized or big-ticket items, like TVs or exercise equipment, in-store rather than order them online for delivery. Among apartment and condo dwellers, this trend holds steady at 66%.
“It’s clear that consumers are feeling vulnerable when it comes to how and whether their purchases will arrive safely, particularly for more expensive or oversized items,” said Ned Hill, Founder and CEO of Position Imaging. “Our latest findings reaffirm that this concern is not just background noise, it’s actively influencing shopping behaviour. As online shopping accelerates, trust in secure, scalable and future-proof delivery solutions is increasingly shaping where and how consumers choose to buy.”
Importantly, the survey found that 64% of Americans would feel more confident making oversized item or big-ticket purchases online to be delivered if they had access to a secure package storage room. This number rises to 68% among apartment and condo residents, a demographic often most impacted by the delivery challenges experienced at multifamily properties and student housing.
Younger Americans are significantly more likely to be making purchases sooner than planned this year, with 87% of those ages 18–34 and 83% of those ages 35–44 saying they have or will expedite purchases, compared to just 66% of those ages 45–54, 53% of those 55–64 and 38% of those 65+. The data shows a generational divide, with Gen Z and Millennial consumers more proactively adjusting their shopping behaviour.
